"... Just because a book contains lots of information that you don’t know, it doesn’t necessarily mean that it will be extremely helpful in making you better at this point in your chess development. ..." - Dan Heisman (2001)
https://web.archive.org/web/20140626180930/http://www.chesscafe.com/text/heisman06.pdf
I don't think the motivation to quit chess comes so much from the low ratings which persist despite all study, but the inability to play any more interesting chess because of the inability to transform hours of study into any improvement in game outcomes. It is unfortunate that chess is a game rather than just a topic of study, because many people find it intriguing but because they can't play well, involving themselves in chess means getting beaten again and again, which has to be unpleasant simply because of the completely absorbing struggle during the game to win. People who love art but can't paint can always be art historians or art critics, but there is no comparable role for chess lovers who just have no talent at the game, so the only way for them to indulge their interest in the game is to get metaphorically beaten up, game after game, day after day.